New A2 infant formula heading to China

New Zealand listed dairy company A2 Corporation (NZX:ATM.NZ - News) is ready to tap into the lucrative international demand for New Zealand made infant formula with the launch of its unique a2 Platinum infant formula. The launch is consistent with the Company Strategy announced in October 2012.

Packaging of a2 Platinum infant formula has commenced in Auckland with the first shipment for China due to leave next month followed by distribution to supermarkets in Australasia soon after.

A2 Corporation Managing Director Geoffrey Babidge said: "a2 brand products, based on the unique portfolio of intellectual property the Company holds, are responding directly to the increasing global focus on digestive health, allergies and intolerances".

"Infants in Australasia and China will be the first to enjoy a2 Platinum infant formula which contains only the A2 form of the beta-casein protein, which is more comparable to the protein that mothers naturally produce than to other beta-casein types linked to a range of potentially adverse health conditions."

"Mothers can be assured that a2 Platinum infant formula is being produced to the highest standards from a2 certified cows in Canterbury with the a2 milk TM being processed on behalf of A2 Corporation by Synlait Milk Limited whose quality assurance processes are amongst the highest in the industry."

"The security of the supply chain in China will be overseen by China State Farms Holding Company Shanghai ("CSF"), our distributor of a2 Platinum infant formula in Greater China."

a2 Platinum infant formula is being packaged by New Milk Limited in Auckland. The first packaging run was marked on Saturday April 20, 2013 by a ceremony where National Party President Peter Goodfellow, CSF Chairman Xu Jun and senior executives of CSF were guests of A2 Corporation.

The planned roll-out in China will initially include Beijing, Shanghai, Guangzhou, Tianjin and Chongqing before progressively expanding to further major cities plus Hong Kong and Macau. The marketing of a2 Platinum infant formula in China is being overseen by a joint committee of A2 Corporation and CSF chaired by the A2 Corporation CEO. Joint funding of US$3.0 million has initially been committed with additional contributions being made based on a proportion of sales.

a2 Platinum infant formula adds to the range a2 fresh milk products already enjoyed by consumers with a focus on health and well-being in Australia, New Zealand and more recently the United Kingdom.